Business Objectives and Strategies of Vietravel Hai Phong Company:

High quality service and strong brand of the business are the factors of concern, so the company has built tours to famous places with the best quality service, especially foreign tours.

- In terms of management , after 5 years of operation, the company opened its second transaction office in the city.

- And on March 15, 2013 , in Thai Binh city, the Vietnam Chamber of Commerce and Industry (VCCI) in Hai Phong coordinated with the People's Committee of Thai Binh province to organize the 2013 Northern Coastal Business Conference. On this occasion, VCCI awarded certificates of merit to 82 businesses with outstanding achievements in 2012, including Vietravel Hai Phong. At the Conference, VCCI also admitted Vietravel Hai Phong and 84 other businesses as official members of the Vietnam Chamber of Commerce and Industry. The Director personally also received the title of "Excellent Worker" in 2009.

2.3.2: Existing aspects, limitations:

- Products have no big difference:

Maybe you are interested!

Not only for Vietravel Hai Phong but also for many other companies, the differentiation factor in products and service quality has been mentioned but the company has not been able to do this. The company's products compared to other companies do not have much difference.

- In fact, the company's brand building and development activities still follow the general directive of Vietravel Corporation in Ho Chi Minh City, so there is a lack of initiative and creativity.

- Lack of promotional links with businesses in other business fields:

In the past, the company only cooperated with Long Huy photo printing company and Thanh Thuy Spa-skin care (but in 2010, when Thanh Thuy Spa changed ownership, the two sides stopped cooperating). Meanwhile, this type of cooperation has many benefits.

- The company's promotional programs are seasonal and according to general instructions. Vietravel Hai Phong branch does not have any promotional programs yet.

alone:

The preparation for the programs was also not good. During the "Golden Autumn Colors" promotion program , when the promotional gifts for the program ran out, the corporation had not yet shipped them out, leading to customers having to wait a long time for the first batch to receive the gifts.

- No monitoring and control with direct marketing tools:

The company has applied the form of giving birthday gifts to member customers (gold cards, silver cards), however, this activity is undertaken by the customer care department at the head office. Vietravel Hai Phong branch has not checked or monitored the results.

2.3.3: Reasons for success and limitations:

2.3.3.1: Reasons for success:

- Take advantage of the advantages and reputation of the parent company

- Have close relationships with suppliers, especially transportation service providers: cars, airlines.

- The company understands its target market very well.

- The company's financial resources are shared from the parent company.

2.3.3.1: Limitation reasons:

- The actual situation of the company was established at the right time when the world economy was in crisis in 2008, 2012; along with the double impact of the flu epidemic.

- Branding strategy is still considered a part of business strategy.

- Vietravel Hai Phong has not yet fully promoted the company's initiative in cooperating with other Vietravel branches to connect tours, as well as cooperating for better business efficiency.

- Tourism products are very easy to imitate so the life cycle of these products is not high so to discover new tours or products

New destination so the difference in the company's products is not high and there is overlap with many other travel companies which is difficult.

CHAPTER II SUMMARY

Building and developing a brand is a difficult process. To build trust and put the company's image in the minds of customers is what every company wants.

This chapter 2 is my research on the formation and development process of Vietravel Hai Phong company. Especially the brand building of the company. To build its brand in the minds of consumers, Vietravel Hai Phong has great and quite sustainable strengths from the parent company. However, it is not only completely favorable but also the company has encountered many difficulties. Being established during the economic crisis and when Hai Phong's infrastructure was underdeveloped was one of the major difficulties that Vietravel Hai Phong encountered. But up to now, the company has overcome its difficulties quite well, moreover, the company has also seized opportunities for development. Having the image as it is today is a difficult process that the company has overcome.

Looking back at what Vietravel Hai Phong has done in the process of building its brand: strengths, weaknesses, advantages, difficulties as well as challenges and opportunities. From there, find out the causes of successes or limitations. Therefore, it is necessary to have measures to promote strengths and overcome weaknesses so that the company's brand will always have a stable position in the minds of consumers.

In chapter 3, I would like to propose some solutions to help the company maintain and develop its image.

CHAPTER III: PROPOSAL FOR BRANDING OF VIETNAM TRANSPORTATION AND TOURISM MARKETING COMPANY LIMITED – VIETRAVEL – HAI PHONG BRANCH

3.1: Business goals and strategies of Vietravel Hai Phong company:

3.1.1: Business objectives:

3.1.1.1: Long-term goals:

Brand building is a very important issue for all companies in all areas of life. However, to build a strong brand is not a simple task, especially in Vietnam - a developing country. Therefore, to gradually build a strong brand, Vietravel Hai Phong company must build for itself a very clear goal in both the short term and the long term.

Make Vietravel Hai Phong company become one of the travel companies with the largest market share in the tourism industry in Hai Phong.

Aiming for responsible tourism with the community:

- Continue to launch environmental projects to implement with tourists in their tour itineraries. Tourism is no longer simply about discovery and experience but also about sharing with the community. That is the consistent goal in Vietravel's long-term plan from now until 2015. Accordingly, the program "Joining hands with Vietravel for a green tourism environment" was launched and implemented by Vietravel from August 1, 2012 to December 31, 2012. Tourists participating in tours at Vietravel during the above period have contributed a part of the cost with Vietravel to protect the marine environment. Tour guides will be environmental protection propagandists and tourists will together "Say no to nylon bags" , keeping clean with biodegradable paper bags provided by Vietravel during the tour, which are both beautiful, polite and hygienic, demonstrating the tourism culture of Vietnamese people when dealing with the natural environment and relics...

- Practically deploy tour products aimed at responsible tourism with themes such as: "Warm winter clothes", "For a clean environment", "Bringing light to the poor blind" - Light for Life fund (L4L fund)

- For tours to the Northern provinces, the program "Warm winter coats" will be implemented . Accordingly, in addition to the warm coats prepared by Vietravel to give to the elderly and children of ethnic minorities in the highlands, visitors can bring their own items and warm coats to join hands with Vietravel to bring warm, warm and affectionate coats to the highlands. The cold winter there will make you feel all the harshness and your warm coats are extremely meaningful here.

- Similarly, during the tour, you also contribute to achieving the goal of "Bringing light to the poor" in 2013 with Vietravel. Accordingly, for every 1 million VND you buy a tour at Vietravel, you have contributed 2,000 VND to Vietravel to implement this meaningful program. 600 people find the light, which also means joy will come to 600 families. 600 people will see the light to live happily, to bring other values to society with their loved ones. This is also a long-term project of Vietravel called " Light for Life Fund (L4L)" .

3.1.1.2: Short-term goals:

Maintain the balanced and stable development of the company. Gradually improve product policies and take advantage of the parent company's good relationships with suppliers and Vietnamese representative offices in other countries to have the best products to serve customers, attracting more customers to the company. Thereby improving the lives of officers and employees.

There are continuous training programs for employees in tourism, aviation, office services, etc. so that they can take on positions suitable to their abilities.

Continue to increase investment in promotion, besides the promotion programs of the corporation; there will be 2 separate programs of Vietravel Hai Phong in which investment is made in both domestic and international travel segments.

Human resources work needs to have training activities to improve professional skills for staff.

staff (especially accounting and sales staff) and professional inspection plan according to general instructions of Vietravel Corporation.

Human resources administration: suggestions to reduce the company's office costs should be encouraged.

Continue to implement customer care measures that are different from competitors: give discount vouchers and preferential cards to loyal customers.

3.1.2: The company's business strategy:

From the very first days of establishment, the company set the goal of becoming the number 1 travel agency in Hai Phong. To be the leader among 120 travel agencies in the city is not simple and requires specific strategies:

- Promote the exploitation of outbound travel because this is the strength of Vietravel Corporation, with 17 years of operation and recognition in this field - TAA (Tourism Alliance Awards) award for "Outbound Travel Operator of the Year" (Best outbound tour operator in Vietnam 2009 - 2010) - Vietnam Tourism Association and 3 Indochina countries; won the " The Friends of Thailand 2010 " award - presented by the Tourism Authority of Thailand; especially, on October 6, 2011, Vietravel was awarded the "Best Travel Agency Vietnam 2011" award by TTG Asia - Asia's leading travel newspaper , Vietravel is the only Vietnamese travel agency in the top 16 Asian travel agencies honored to receive this award. Developing in this direction, Vietravel Hai Phong will receive many supports:

Furthermore, the outbound tourist market in Hai Phong is very potential, because the demand of tourists is increasing while the majority of travel businesses in the city only play the role of sending customers.

Next is to attract inbound customers to the company through strengthening cooperation with foreign partners and representative offices of the parent company abroad, especially targeting the markets of Chinese, Taiwanese, ASEAN customers and further markets.

Northern Europe…

- Expand the market by opening representative offices and a system of travel agents in potential markets such as Quang Ninh, Hai Duong...

- Continue to seek potential customers: large business corporations in the city and neighboring provinces, and cooperate to make them partners of Vietravel Hai Phong.

- Understanding the value of loyal customers, Vietravel Hai Phong proactively implements customer care policies in the forms offered by the parent company, gradually reducing dependence on the parent company's customer care department.

- Regularly improve the quality of customer service by investing in improving staff skills and increasing staff testing activities.

- Establish and maintain relationships with reputable suppliers for a more secure and quality supply.

- Build and strengthen relationships with local authorities at tourist destinations to ensure safety and security for tourists, as well as speed in administrative procedures.

- Improving the quality of tangible elements in tourism products is also an important task of the company: the tangible element here is the quality of service of the staff. Therefore, the company needs to invest in training to improve the professional skills of the staff, improve the understanding of the staff about the destination, to create a liking for tourists even before they depart.

- In businesses, it is necessary to create a comfortable working environment, listen to encourage employees to promote creative ideas to improve service quality.

- The company needs to establish an annual improvement program and award employees with feasible ideas for the company's products.

- Need to proactively invest in research and survey of new tours and services to avoid dependence on the Research Department of the parent company: proactively seek

Comment